“It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.”
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A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
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I warn you against believing that advertising is a science.
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Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.
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You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they don't feel it, nothing will happen.
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If your advertising goes unnoticed, everything else is academic.
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